"A lot of trust without expensive campaigns"
Drinking Water Paul Sicher of the Swiss Gas and Water Association recommends: Drink Hahnenburger!
Drinking water Paul Sicher from the Swiss Gas and Water Association recommends: Drink tap water! Mineral water consumption in Switzerland has risen by around 21 percent in the last three years. Even though our tap water is of good quality and much cheaper. How do you explain this trend? Paul Sicher The increase in consumption is probably due to the very present and emotional advertising by manufacturers. The mineral water industry operates in a free market. Its participants have to hold their own against the competition. Drinking water suppliers, on the other hand, are "natural" monopolies and, to put it bluntly, have no communication culture. In our sector, advertising can even have a counterproductive effect, as the population often does not accept financial investments in communication for a common good.
Nevertheless, six years ago you introduced a logo and thus a national symbol for drinking water.
Yes, we are trying to build a brand. Of course, this is not quite comparable to building a brand in the free market economy. The annual communication budget amounts to around 100,000 francs. We do try to use the logo effectively. However, the funds are not sufficient to build up the image with a large-scale campaign. It is also difficult to position the drinking water brand, as it is a common good and we are therefore unable to define a specific target group.
If we succeed in giving all 3000 water suppliers in Switzerland a uniform image and linking their services to drinking water, we can benefit from this in the long term. This is not possible in the short term, as there is still a lack of willingness in our industry to provide the necessary resources for communication. Our focus is therefore more on factual information and media work. Nevertheless, the national logo helps to build up the image of the product. The logo stands for drinking water that is fresh, of impeccable quality and an ideal thirst quencher.
Are we aiming to increase drinking water consumption? The overall consumption of drinking water has been falling for 20 years. For image reasons, we would like to increase the proportion of water that is actually drunk. However, this is very difficult to measure quantitatively. The daily per capita consumption of drinking water is 162 liters. This includes bathing and washing up, for example. The proportion used for drinking is in the region of a few percent and is therefore only relevant to us in terms of image. A survey conducted in 2001 showed that two thirds of respondents drink water from the tap every day. This is a sign that people have confidence in Swiss drinking water.
What arguments should be used to encourage people to drink tap water? Water is available everywhere in Switzerland in the best quality and fresh from the tap at a reasonable price. But drinking water also offers ideological advantages. As water is a local, domestic product, it does not have to be transported for miles. Drinking water is a sustainable, natural product. Massive energy savings and the low price compared to mineral water are further arguments. According to independent studies, the quality of drinking water is at least on a par with bottled water, apart perhaps from the mineral content. In some cases, drinking water even has to comply with stricter hygiene regulations.
SVGW In 1873, plant managers of gas and water utilities founded the Swiss Gas and Water Industry Association (SVGW) to provide technical support to utilities. Today, as a recognized umbrella organization, the association is a competence center with a comprehensive range of services - see also www.svgw.ch. The aim of its activities is to maintain a balance between safety, efficiency and sustainability for the gas and water industry. Members of the SVGW are supply companies, planners, engineering companies, manufacturers, tradespeople and authorities. (sk)
Interview: Simone Keller
Nevertheless, six years ago you introduced a logo and thus a national symbol for drinking water.
Yes, we are trying to build a brand. Of course, this is not quite comparable to building a brand in the free market economy. The annual communication budget amounts to around 100,000 francs. We do try to use the logo effectively. However, the funds are not sufficient to build up the image with a large-scale campaign. It is also difficult to position the drinking water brand, as it is a common good and we are therefore unable to define a specific target group.
If we succeed in giving all 3000 water suppliers in Switzerland a uniform image and linking their services to drinking water, we can benefit from this in the long term. This is not possible in the short term, as there is still a lack of willingness in our industry to provide the necessary resources for communication. Our focus is therefore more on factual information and media work. Nevertheless, the national logo helps to build up the image of the product. The logo stands for drinking water that is fresh, of impeccable quality and an ideal thirst quencher.
Are we aiming to increase drinking water consumption? The overall consumption of drinking water has been falling for 20 years. For image reasons, we would like to increase the proportion of water that is actually drunk. However, this is very difficult to measure quantitatively. The daily per capita consumption of drinking water is 162 liters. This includes bathing and washing up, for example. The proportion used for drinking is in the region of a few percent and is therefore only relevant to us in terms of image. A survey conducted in 2001 showed that two thirds of respondents drink water from the tap every day. This is a sign that people have confidence in Swiss drinking water.
What arguments should be used to encourage people to drink tap water? Water is available everywhere in Switzerland in the best quality and fresh from the tap at a reasonable price. But drinking water also offers ideological advantages. As water is a local, domestic product, it does not have to be transported for miles. Drinking water is a sustainable, natural product. Massive energy savings and the low price compared to mineral water are further arguments. According to independent studies, the quality of drinking water is at least on a par with bottled water, apart perhaps from the mineral content. In some cases, drinking water even has to comply with stricter hygiene regulations.
SVGW In 1873, plant managers of gas and water utilities founded the Swiss Gas and Water Industry Association (SVGW) to provide technical support to utilities. Today, as a recognized umbrella organization, the association is a competence center with a comprehensive range of services - see also www.svgw.ch. The aim of its activities is to maintain a balance between safety, efficiency and sustainability for the gas and water industry. Members of the SVGW are supply companies, planners, engineering companies, manufacturers, tradespeople and authorities. (sk)
Interview: Simone Keller
